At Citi, I lead mobile-first product design across bill pay and internal AI tools — from a 0-to-1 payment experience that drove 40% adoption and 30K monthly active users, to building a shared component library and design playbooks that reduced input errors by 25% across 3 AI products. I drive alignment through cross-functional workshops with product, engineering, compliance, and design systems teams, and validate solutions through usability testing and A/B experiments to reduce friction in engineering handoff.

As a Lead Product/Brand Designer, I strengthen brand cohesion across all customer touchpoints and improve perception of professionalism and trust by establishing comprehensive design standards covering digital platforms, packaging, and in-store touchpoints. I deliver a user-centered brand identity for Crave Robotics and improve usability and user satisfaction by applying design thinking and user research and aligning design strategy with product goals and diverse customer needs. I also refine user experiences and increase customer engagement by focusing on intuitive design frameworks and aligning visual design with go-to-market strategies in close collaboration with product and marketing teams. Likewise, I contributed to a 30% increase in overall product sales by designing cross-channel visual and interactive assets, including mobile, web, social, and packaging designs using Adobe Creative Suite and other design tools.

➤ Successfully designing an eCommerce webapp to sell second-hand makeup and skincare products.

➤ Creating Ava.Snow in 1 year, an application for people who are passionate about backcountry skiing and snowboarding.

➤ Applying UI/UX design to create engaging, user-friendly graphics for readers, and designing aesthetics for layouts.

➤ Conducting UX research by interactively testing designs, using high- and low-fidelity prototypes.

➤ Ensuring all aspects of the online user experience are optimized for usability, usefulness, and exceptional visual design.

➤ Delivering creative solutions to UI/UX design problems by leveraging best practices, while adhering to ADA guidelines.

➤ Performing regular site maintenance, including removing dead links and responding to issues of site functionality.

➤ Conducting backups and disaster recovery functions, and making recommendations related to new tools and software.

➤ Meeting with stakeholders to discuss objectives and provide creative guidance on project look, feel and functionality.

➤ Communicating design ideas with process flows, diagrams, storyboards, visual designs, site maps, and wireframes.

➤ Managing CRM, CMS, and SEO databases, as well as developing content ecosystem maps to support rolling out of content.

➤ Developing comprehensive UI/UX design strategy for brands, including style standards for fonts, colors, and images.

➤ Providing guidance on the implementation of UX research methodologies and testing activities to predict user behavior.

➤ Generated and presented sales forecasts, budgets, marketing plans, and advertising strategies to increase sales volume.

➤ Managed product lifecycles, while contributing to the development of products, packaging, and pricing models.

➤ Managed the restaurant's online presence and events to drive awareness and interest, managed the social media account.

➤ Successfully grew a marketing blog from zero to more than 10K visits in just 6 months.